There’s a very specific reason that LinkedIn has felt altogether different in 2025. And it’s something called 360Brew. It’s the biggest shift to the platform in years – it’s been gradually rolled out throughout 2025 and will continue to shape the kind of success you can have from your LinkedIn presence.
It is a foundational change to how content is read, ranked, and recommended. Your LinkedIn posts, profile and comments are now being processed, together, through an AI language model. This means your words, your positioning, your habits, your network, and your behaviour across the platform all contribute to how visible you are to the right people.
But, dear reader, I bring you good news. Your opportunity in 2026 lies in showing up with more focus, not doing more. It’s in the clarity and consistency of your message and relevance of your content, connections and conversations – not your reach.
I’ve pulled together 10 simple, practical actions you can take in 2026 to create purposeful visibility on LinkedIn.
1. Create consistent messaging across your profile, content and conversations
360Brew is a text model. It reads your profile, your posts and your comments using natural language processing. It focuses on the meaning, topic and context of the text to classify who you are, what you talk about and who you should be seen by.
Make sure that across your profile, the posts that you write and the comments you leave demonstrate who you are, who you help, what problems you solve and your core topics.
When it comes to your LinkedIn profile, specifically, ask yourself:
- Does my headline make it immediately obvious who you help and what you do?
- Does my About section reinforce that message with extra context and details?
- Does my Experience section back up those signals with proof, specialisms, and context?
If your headline says “commercial contracts for tech scale ups” but your content sounds like a generic “business guru”, LinkedIn won’t know how to classify you. Repetition is your friend; be one thing to one client, with a narrow set of messages. Then repurpose and repeat!
2. Pick 1-3 content pillars (max) and keep circling them
LinkedIn is trying to understand your purpose; what you want to be known and discovered for. Consistency and repetition gives you a strategic edge and helps you build topic authority.
Choose up to three pillars. The narrower you go, the more likely you are to be categorised and recognised. These should be the areas that match your expertise, authority and your values. Remember that you can explore multiple topics within those themes as long as they come under your core pillars. Mine are LinkedIn (obvs), marketing strategy, women in law and then some secondary pillars such as disability inclusion.
Use similar phrasing and language patterns across your content and profile. Repetition means reinforcing your message enough that LinkedIn’s AI model and human readers start to recognise you and what you’re known for.
3. Make educational content your default setting
One of the biggest shifts in LinkedIn’s direction is the prioritisation of educational and newsworthy content. This goes so far as to include commentary or documentation of major news and global events – as long as your content has an educational purpose.
This could also look like:
- Going beyond explaining that something happened – and sharing why and how
- Breaking down topics and trends for a non-expert audience
- Showing the steps, the thinking, or the logic behind results you have delivered
- Turning client questions into posts, short explainers, and carousels
- Commentating on news or industry changes through a relevant, professional lens
Educational content is not about being academic, professional or a wielder of jargon. It is about being helpful and generous, while giving your ideal clients credible reasons why they should trust you. Think about the kind of content that you save or bookmark on LinkedIn – LinkedIn rewards content that your readers save.
4. Treat comments as a core part of your visibility strategy
One of the most underrated changes with 360Brew is that your comments are now categorised just as much as your content. The model assesses not only what you post but what you say across other people’s posts. It uses this information about what you say, to whom – to understand who should see your content.
Set a simple, daily habit – spend 10 to 15 minutes a day leaving thoughtful, meaty comments:
- Comment on clients and prospects so you stay visible to them and their networks
- Comment on key industry voices so you continue to build your topical authority
- Comment on posts related to your topics to reinforce your pillars
“Great post” is not a great comment! Add a unique perspective, a question, or a quick example.
Your comments are now content and discovery engines in their own right.
5. Don’t get lured into gaming the system
For years, engagement pods, reciprocal likes, and automation tools have been used to trick the feed. But LinkedIn has become increasingly vocal about cracking down on manufactured engagement; LinkedIn’s own VP of Product has recently said: “Our goal is to make engagement pods entirely ineffective.”
360Brew now accurately detects engagement pods because it’s a language model, it measures diversity of the language used and those leaving comments.
This means:
- Avoid pods and coordinated engagement groups that look like coordinated “you like mine, I’ll like yours”
- Avoid using tools that auto like or auto comment because LinkedIn has explicitly said they’ll crack down on these
The model is trained to recognise genuine interaction versus staged behaviour. Anything that feels formulaic or artificial can cause you trouble. If it smells like manufactured engagement, assume 360Brew will eventually spot it and down-rank it.
Legal pro tip: remember that letting someone else manage your personal LinkedIn profile is against Ts and Cs.
6. Use keywords and hashtags as signals, not magic spells
By now it should be clear to you 360Brew is a language model. So – keywords matter because they reinforce your niche and your topical authority. This way, LinkedIn connects your content to the right audiences. But beware! Keyword stuffing does not work. It makes your writing harder to read and does not improve ranking, because the model now reads full sentences.
Weave specific, clear, keywords naturally into your:
- Headline
- About section
- Your post’s opening lines
- Your document/carousel titles
- Your comments
Hashtags no longer drive search, but you might want to use them to brand and amplify your posts. If so, use one to three specific hashtags at the end of your post and make sure you’re using #CamelCase for accessibility. This improves comprehension and reduces cognitive load by making each word scannable. Avoid hashtags (and emojis!) mid sentence as it makes readability by humans and importantly screen readers, really difficult.
7. Write for depth, not instant virality
LinkedIn has shifted away from chasing short lived engagement spikes. The previously known ‘golden hour’ lasts longer than ever! Instead, it is prioritising posts that provide multi dimensional value over time.
What this means for you:
- Do not chase dopamine hits or get lured towards viral, irrelevant formats
- Create a diverse ‘portfolio’ of content styles and formats, blending:
- Short, punchy takes
- Deeper pieces of thought leadership
- Image posts, articles, carousels and videos
- Create ‘evergreen’ content that will still be useful in three to six months
Some of your highest value content will not get tons of engagement. But when done well, it will build consideration and quietly influence the right people, attract the right DMs, and build trust with the people who matter.
Relevance over time beats viral reach every single day.
8. Design your posts to travel across different surfaces
LinkedIn posts do not only appear in the feed. They can show up in search, in ‘recommended content’, in group feeds, and in notifications. With 360Brew behind all of these surfaces, your post needs to make sense even when someone sees it out of context and is perhaps coming across you for the first time.
To do this:
- Use a strong, specific first line – to capture attention or curiosity
- Make it immediately clear who the post is for; the more you do this the more your content will be served to these people
- Create clarity and structure in your content: present one problem, one insight, and one next step
- Add at least one line that could work as a search snippet (e.g. “3 ways GCs actually find new law firms…”)
Imagine someone new to you, sees your post a week later in search. Would they still find it relevant? Would the meaning still be clear?
Design your content as if people will meet it anywhere, not just in the moment you publish.
9. Curate your network to train the algorithm
Your network shapes your visibility far more than most people realise. The people you connect with, the posts and people you engage with, and the communities you participate in? It all teaches the model what your professional world looks like and where it should serve your content.
In practice this looks like:
- Connecting intentionally with ideal clients
- Adding peers and thought leaders into your network
- Expanding into adjacent ecosystems like founders, legal ops, or HR if relevant
- Removing connections who are no longer relevant
Your network is not a numbers game. It is a relevance game. You are effectively training your own version of LinkedIn. Help the system understand who you serve and who you want to be in conversation with.
10. Measure relationship signals, not reach
In a 360Brew world, engagement (and posting!) quality matters more than quantity. The right two people commenting on your post can carry more weight than two hundred passive likes from random accounts.
Practical metrics to think about:
- Are the right people viewing your content and your profile?
- Which posts attract prospects through profile views and DMs?
- Which topics lead to calls, referrals, or speaking invites?
- Which posts get internal traction in your organisation?
Use analytics to spot patterns, then double down on what brings you closer to the outcomes that actually matter. Try to take 5-10 minutes each week to do this while the data feels fresh.
The goal is not reach. The goal is relationships, opportunities, and influence.
Conclusion: The future of LinkedIn is simple if you make it simple
360Brew is a major shift, but it definitely does not need to be overwhelming. And when you can look beyond your decreased reach, it’s actually good news.
You do not need to waste your time chasing hacks, trends or artificial engagement. 2026 should be all about a simple, focused strategy – and then sticking to it.
If you signal clearly, educate consistently, connect intentionally, and follow the ten actions set out in the blog, you’ll have everything you need to use LinkedIn to win work, shape your reputation and lead with confidence.
Eager to go even deeper with a seasoned LinkedIn pro and get results like these from Catherine Bamford, Founder of Bam Legal?
“I immediately saw an increase in new followers from outside my network and direct enquiries for my services. Her system of recording everything and creating a task list to be worked through, was super helpful and meant I didn’t have to action everything immediately and could do in my own time. Wouldn’t hesitate to recommend Helen to others wanting to have a LinkedIn “glow up”!””
Explore my LinkedIn training options for Lawyers & Firms and select the option that works best for you.